Case Study - HY Dairies

MGT700 | Group Assignment 1: Case Study (Hy Dairies, Inc)

Case Study 3.1 HY DAIRIES, INC. Case Study Summary

According to the passage, Rochelle Beauport is a woman with different color in the Hy Dairies Company. She had been offered a new position from assistant brand mana manage gerr to mark market et rese resear arch ch coor coordi dina nato torr by Syd Syd Gilm Gilman an,, the the vice vice pres presid iden entt of marketing in Hy Dairies, for her successful effort of improving the sales of Hy ‘s gourment gourment ice cream. Syd Gilman rewarded her with the new opportunity opportunity of position position in order to give her new experience of working level and enhance her career in Hy Dairies. Rochelle Beauport in other hand, enjoyed her former position better as it seems to be more challenging and directly affected the company’s profitability than the new position which was more towards backroom job. Since the new position was thought not to be the route to top management in many organizations, Rochelle thought that because of her differences, she has been place apart and unimportant to the company. Even she felt reluctant, she did accept the offer. However, Mr. Gilman did not realize that he actually had given Rochelle a wrong perception about the whole situation.


Discussion Questions

Question 1 Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.

The stereotyping occurs when people make a generalization, usually exaggerated or simplified (and potentially offensive) that is used to describe or distinguish a group. Whereas, social identity theory is a theory developed to understand the psychological basis of discrimination. According to the case study, what when wrong here is that, Mr. Gilman misperceived that Rochelle would love his new position proposal as he also had gone through the same position before he can became what he is today. Therefore, he would like Rochelle to have the same opportunity by offering her the same position, so that she can broader her experience and enhance her career. In this situation, Mr. Gilman actually had failed to recognize Rochelle’s different self and social concepts. With different background, social identity, work experiences and characteristics, finally engaged them in stereotyping.


Question 2 What other perceptual error is apparent in this case study?

The other perceptual error that is apparent in this case study is Halo Effect, which occurs when one attribute of a person or situation is used to develop an overall impression of the individual of situation. Like stereotypes, these distortions are more likely to occur in the organization stage of perception. In this case, Rochelle, when being proposed the new position of marketing research coordinator, came into conclusion that Mr. Gilman was actually did not want her in the top management. She felt that Mr.Gilman was trying to sideline her because of her different social identity. Therefore, her reaction towards the good news was only a weak “Thank you, Mr. Gilman”.


Question 3 What can organizations do to minimize misperceptions in these types of situations?

In conflict situations, avoiding misunderstanding takes a lot of effort. Some considerations that the organizations or Mr. Gilman can do are:

a) The first is active listening. The goal of active listening is to understand the receiver as well as you understands yourself. In this case, Mr. Gilman should pay close attention to what the Rochelle is saying. Ask her to clarify or repeat anything that is unclear or seems unreasonable (maybe it isn't, but Gilman is interpreting it wrong). Attempt to repeat her case, as she has presented it, back to her. This shows that Mr. Gilman is listening (which suggests that Gilman care what she has to say) and that Gilman understand what she has said or feel. It does not indicate that Gilman agree with what she said, nor do Gilman has to. Mr. Gilman just need to indicate that he does understand her. b) Second, speak directly to the listener. This is not considered appropriate in some cultures, but when permitted, it helps to increase understanding. Avoid being distracted by others, or by other things going on in the same room. Focus on what you have to say, and on saying it in a way that your listener can understand. c) Lastly,

"speak

for

a

purpose."

Too

much communication

can

be

counterproductive. For Example, before Mr. Gilman make a significant statement, he should pause and consider what he want to communicate, why he want to communicate that, and how he can do it in the clearest possible way.

Case Study - HY Dairies

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